March 10, 2016

Increase Your Odds with PPC Best Practices

by Erin Johnson

It probably comes as no surprise that Google searches are one of the primary ways buyers make purchasing decisions today. Consumers everywhere are researching their purchases anytime and anywhere—and your customers are no different. And that means staying atop Google search results is critical.
Ranking high in search can be accomplished by optimizing your website with relevant keywords and content, but there are additional ways to boost your Web presence. Pay-per-click (PPC) advertising is one of those ways, and it’s one of the simplest and most effective tools in the online marketer’s toolbox.
Here’s a quick breakdown of how PPC works:
PPC allows you to advertise based on your identified keywords through the creation of text and/or image ads that you want to appear in search results. As the name implies, you only pay if a link in your ad is clicked. Once you load these ads into the search engine’s system, you can bid for ranking on the page—the more you’re willing to bid for a click, the higher you will rank in the paid search results.
Keep in mind that your ad must be honest, factual, and it must link to the right page on your website, or it won’t appear in search results.
A PPC campaign takes consistent monitoring and refinement to get meaningful results. Some tips as you start out:

  • Start out by asking yourself: “How much is a click worth to me?” Your answer is a good place to begin your bidding
  • Check in several times per week to make sure a competitor hasn’t outbid you
  • When starting out, set a cap. For instance: “I am willing to pay $XXX per month for my PPC advertising.”
As mentioned, an effective PPC campaign hinges on good content pages. What should those look like?
  • Make your ad relevant to the keyword or phrase you’re targeting
  • Include what makes your product/company unique, while staying on-brand
  • Direct traffic to the correct page of your site. Or, create a separate landing page relevant to the keyword or phrase you’ve targeted
As you know, the world of online advertising is always changing. Google recently announced that it’s changing the way ads are displayed – they will no longer be displayed on the right side of the screen for desktop searches. As of today the changes haven’t been fully rolled out globally, but it’s important to note for anyone engaged in an AdWords campaign with Google. And it’s a meaningful example of why PPC campaigns require consistent attention to detail – without it, you won’t be making as big an impact as you could be.
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Posted: March 10, 2016 by Erin Johnson Filed under: communication, e-blast, marketing, tradeshows